Mobile User Acquisition
Case Study: Banco Azteca and Digital Turbine Shake-up Banking in Mexico
As a leading financial institution with more than 1,800 branches across Mexico, Banco Azteca knows a thing or two about the limitations of operating a business purely around traditional banking hours. Keen to extend access to their services, Banco Azteca created an app, enabling their clients to access their financial services anytime, anywhere.
While the app solved a very real problem for the bank, they soon discovered that changing the banking habits of their existing clients, who had always called into their local branch to pay their bills or arrange a loan, wasn’t so easy.
They needed a way to highlight their app to potential users and encourage activations without breaking the bank (or at the very least their marketing budget).
Banco Azteca turned to Digital Turbine to help them increase the potential of their app-based banking service. They were initially attracted by Digital Turbine’s capacity to reach more than 2.5 million monthly users in Mexico and “boots on the ground” expertise in the local market.
Further Reading: Mexico: An Economy of Scale Beyond the BRICS
Further Reading: COVID-19: The Rise and Rise of the Fintech App
Dynamic Installs (Pre-Loaded Apps)
Banco Azteca started a Dynamic Install campaign with Digital Turbine in mid-2019 to preload its app on mobile devices across Mexico with the goal of driving high-quality activations while increasing Customer Lifetime Value and Return-on-Investment.
Following a successful campaign launch, Banco Azteca increased their investment into Dynamic Installs which again reflected positively against campaign KPIs.
To date, Digital Turbine’s campaigns have rewarded Banco Azteca with more than 1.74 million downloads of their app, accounting for 17% of their total number of app downloads.
Unlike many other app marketing strategies, Dynamic Installs continue to contribute activations long after the initial placement. Banco Azteca has actually seen their app open rate increase from 21% in the first 30 days to 32% in the first 180 days, highlighting the importance of making apps available at the right time, on the right device — addressing the users’ needs rather than hoping they will be interested at a specific time.
To learn more about how Digital Turbine helped Banco Azteca rank as the top finance app in Mexico in 2020, click here to download our full case study.